Pure Pharmacy


Creating a consistent online presence for an Irish healthcare innovator.


As Ireland’s sixth largest pharmacy brand, Pure Pharmacy was ready to scale-up online revenue and champion smarter healthcare for all. 

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Build an ecommerce platform

a smart, LegitScript-certified Shopify website with appointment booking functionality across 30+ stores

Improve digital customer experience

Utilise clever UX design and customer focused navigation for a seamless user journey and Stripe integration to optimise checkout

Marketing automation

Introduce email marketing and purchase incentives through Klaviyo to drive conversions

Position Pure as a leading pharmacy

Promote Pure’s key value proposition, offering up to 60% off the average price of prescriptions


First enhancing the Pure Pharmacy’s brand identity, we refreshed the brand colour palette to incorporate secondary colours and delivered comprehensive key messaging spanning mission, vision, values and tone of voice. This allowed us to position Pure Pharmacy as a cohesive and assured business. 

Mitso was then briefed to build a new ecommerce home for the brand, supported by an integrated marketing strategy spanning organic social media, paid advertising, email marketing and brand collateral to bolster online sales.

Aligned with Pure Pharmacy service-oriented proposition, we developed an intelligent booking system to seamlessly work across all stores, with associated backend access for all stores. We trained each store in the use of the booking system and integrated the system with Google Calendar to ensure ease of access on the shop floor and daily bookings monitoring.

Our discovery phase also uncovered that Pure Pharmacy was not maximising the use of prescription requests online. We developed an innovative system to deliver online prescription ordering and enable the delivery of those requests to each pharmacy uniquely via smart forms. We also developed a quotation request system to encourage customers to switch to Pure Pharmacy for cheaper prescriptions.

We advocated for a reduced, niche product range to ensure optimal online customer experience, and developed a smart catalogue of products across categories and collections, to aid conversion optimisation.

Keyword research aided the development of optimised copy, prioritising Pure’s USP: prescriptions up to 60% cheaper than other pharmacies. We also discovered top performing products in Ireland, positioning them prominently on the site.

Our deep understanding of customer behaviour resulted in the development of a concise, user-friendly Store Locator page, allowing customers to find opening hours easily and quickly.

We also delivered a suite of new photography assets for use across the site and all subsequent graphic design, including brochures, posters, in-store screen graphics and advertising.

Implementing an integrated digital campaign, we used Meta advertising, email marketing and organic social media to drive traffic to the site and spread awareness of deals, offers and bookable patient services.

Helping to transition Pure Pharmacy to an ecommerce business was truly transformative, offering additional revenue streams for the business, and a chance to promote their value offering and broad range of services to a wider audience across Ireland.

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